8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.
Chairperson's Opening Of Day Two

Adam Wootton, PhD, Senior Consultant
TOWERS WATSON

8:45 a.m.

Social Media Case Study Presentation

Details Coming Soon!

Jennifer Martin, Sr. Director of Digital PR
CNN WORLDWIDE

9:30 a.m.

Creating An Online Community That Increases Your Reach And Unites Your Audience Behind A Common Goal

For decades, the Georgia Forestry Commission (GFC) and the Georgia Urban Forest Council (GUFC) frequently used the same statements as consumer messaging. After researching their target demographic -- the Lifestyles of Health and Sustainability (LOHAS) segment that is focused on health and fitness, the environment, personal development, sustainable living and social justice -- the decision was made to create an online community called The Grove (www.AmericanGrove.org). The goal of The Grove is to enable members to share the experience of planting trees and commemorating special life moments with family and friends. These photos, videos and stories can then inspire others to plant trees to protect the urban tree canopy.

This presentation will explain the planning process for creating a community, tips for overcoming resistance to communications changes, best practices for transitioning from a local community to a national one and suggestions on getting buy-in from potential partnering organizations.

Jason Anthoine, Senior Vice President
Sarah Cannon, Account Executive
MS&L WORLDWIDE

10:45 a.m.

Social Media Case Study Presentation

Details coming soon!

11:30 a.m.

Developing And Implementing An Integrated Social Media Plan For Organizations With Multiple Branded Products And Locations

McCormack Baron Salazar is the nation’s leading developer of economically integrated urban community real estate projects.  McCormack Baron has developed and currently manages more than 70 real estate developments across the United States encompassing mixed use, affordable housing, senior living and other economically integrated urban neighborhood projects.  Each project has ongoing sales, service and community engagement needs unique to their location and product type. 

Working with v-Fluence Interactive, McCormack Baron developed a research, execution and measurement program for creating common digital media standards and execution plans to support local needs leveraged against corporate goals in a highly cost-effective manner.  Elements incorporated included traditional digital media assets (over 50 property websites and two corporate sites), enhanced with complimentary unique local social media platforms (Facebook, FourSquare, etc.),  common company-wide social media content channels (YouTube, FlickR, FriendFeed, Twitter, etc.) and other components (LinkedIn, Google Maps, Care2, Google Analytics, Webmaster tools, etc.) 

Take away strategies and solutions to help you better coordinate your own social media programs across your organization, including:

• Building the business case for social media
• Managing multiple efforts
• Measuring results along the way

Brielle Killip, Marketing Director
MCCORMACK BARON

Jay Byrne, President
V-FLUENCE INTERACTIVE

Join a group of your colleagues for lunch with an informal discussion facilitated by one of our expert speakers. Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing social media concerns.

1:45 p.m.

Group Exercise: Brainstorm Solutions And New Ideas You Can Use

You asked for it, you got it! Interact and discuss how to implement the latest technology tools to assist you in meeting your social media challenges with your fellow attendees and our experienced speakers. You will leave with new tools and ideas for more successfully applying best practices to your own Web 2.0 initiatives.

2:15 p.m.

Joining The Social Media Conversation: Integrating New Media Content Into Traditional Channels To Stay Connected With Consumers

Web 2.0 and the resulting social media groundswell have created a paradigm shift where consumers are in control, connected and communicating with each other more than with companies and brands.

Since 2008, AAA Mid-Atlantic has been developing social strategies and utilizing social tools to more deeply engage with their members – initially with communities on their website, then later with Twitter and Facebook. Through real-life case studies and examples from the last two years, AAA Mid-Atlantic will share its journey into facing this consumer power shift by creating a new communication channel with its members.

Take the art and science of social media to the next level as you discover:

• Why developing a social media program is an essential ingredient
  to your customer ecosystem
• How to integrate your social community content into your traditional
  and digital media channels
• How to measure the value of your social initiatives
• Who are the resources needed to launch and manage your community
• Lessons learned – the good, the bad & the ugly

You’ll leave this session better prepared to join the social media conversation, maintain control of your brand, and improve connections with your consumers.

Kim Snedaker, Social Media Manager
AAA MID-ATLANTIC

3:00 p.m.

Afternoon Refreshment & Networking Break

3:15 p.m.

Incorporating Social Media Into Your Communications Toolbox For Effective Marketing Outreach

Whether you are generating buzz around a new marketing campaign, promoting philanthropic outreach, or sharing your organization’s corporate thought leadership, social media can be a powerful tool in your marketing toolbox; and understanding how to include it in your communications mix is key to your success in today's world of interactive marketing.
 
Pitney Bowes has garnered a great deal of experience in social media marketing from their recent thought leadership, philanthropic, and word of mouth activation campaigns - -  including the Holiday Mail for Heroes program, Fast Break to Reading childhood literacy campaign and  the Bloggers' Hub initiative during the 2009 and 2010 World Innovation Forum.

Don’t miss the opportunity to discover creative ways to use social media for marketing your organization’s events, programs, and campaigns as you discuss these tips and tactics:

• Listen first, talk second
• Build loyal brand ambassadors through transparency and word of mouth referrals
• Activate social media influencers by developing a robust MVP outreach program
• Develop an internal social media center of excellence to drive social media initiatives
across your organization

4:00 p.m.
Chairpersons' Recap: Key Takeaways And What To Do When You Get Back To The Office

We'll recap the highlights of the past two days and ask you to share key insights and next steps with the group.